'HUMMM' is a packaging concept by art director and designer Christopher Chefel that was created to convey the unique flavors of jam through branding, logo and packaging.
The fictive brand produces homemade jams, but its packaging is far from looking tired and homespun. Instead, HUMMM features a bold type that circles around the glass jar. The HUMMM logo covers a good portion of the glass jars, but it also allows plenty of the jam to be seen beyond it. The vibrant colors of the jams are pretty enticing and a small snippet of text below the logo reveals the unique flavors. With such enticing jam jar packaging, customers would surely find themselves making a similar noise to the brand name when thinking about which type of jam to bring home.